Müller Rice has announced the launch of a new wholegrain product line called 5 Grains, as it targets snacking throughout the day.
Containing white rice, barley, spelt, millet and wheat, the product will be available in the UK from 25 September in 180g packs and multi-packs of four in original and blueberry variants.
Müller said its research found that consumers are looking for dairy products which not only tackle hunger, but offer a low fat option which can be eaten at various hunger moments throughout the day.
As part of a nationwide sampling programme in the coming weeks, Müller plans to hand out over 500,000 samples of Müller Rice 5 Grains in busy train stations, focusing on the morning rush hour.
Müller chief marketing officer Michael Inpong said: “Müller Rice 5 Grains builds on the Müller Rice we all know and love with the addition of barley, spelt, millet and wheat to create an excitingly tasty, low fat, wholegrain option that our consumers can consume whenever they are hungry, whether that’s for breakfast or a mid-morning snack.
“If we’re going to grow the category, we need to continually innovate. Our exhaustive research found a demand for products that are not only filling, but a tasty and low fat option that can be eaten at various points throughout the day.
“One of the things that makes Müller Rice so unique is its flexibility, and Müller Rice 5 Grains meets this demand perfectly.”
Müller has announced that it will spend £100 million over the next three years to develop a new generation of yogurt and dessert products.
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